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5 Contractor Selling Techniques to use with Research-Savvy Customers

Guest post by: Michael O'Grady

Article Overview: There are many kinds of customers, but the most classic might be the “we’re just shopping" type of customer. When this customer presents him or herself to you, they like to make sure that you know they are “just starting the process” of getting estimates.

5 Contractor Selling Techniques to use with Research-Savvy Customers

There are many kinds of customers, but the most classic might be the "we're just shopping" type of customer. When this customer presents him or herself to you, they like to make sure that you know they are "just starting the process" of getting estimates. They mention the internet research they've done, the model numbers or products they're just starting to look at, or where you fall in line with your competition on their estimate schedule. These "just shopping" customers need to be handled in a very specific manner.

First, avoid doing what all other companies do with these customers. Most companies will try to close these customers in 2 visits - the first visit to take measurements and the second visit to be scheduled after all other companies have provided a cost estimate. This strategy typically results in a frustrated customer. Afterall, all the customer wants is a quick and painless cost estimate. It's best to give this customer exactly what he or she wants, while also using some tact and skill. Here are 5 strategies for closing the "research savvy" customer...

1. Meet Your Customer In-Person. The first and approach to closing the estimate-getting customer is, go and meet with whoever booked the appointment in their home. Spend as much time needed in that first appointment gathering information and taking measurements.

2. Share Your Success Stories. The second step involves your time and attention given to your potential customer. Sit down at their kitchen table, ask for something to drink while you're calculating the job cost. While you sit with the customer, tell them stories about other situations and homes you've seen that were similar to their home. This will start to establish trust and a level of comfort.

3. Gather Information. Give yourself time to gather all the necessary information and measurements in order to give them an estimate.

4. Show Your Credibility Book. You or your sales advisors should always carry a credibility book to represent your business. It's a binder which should contain great articles about the company, testimonial letters, a certificate of insurance, and customer satisfaction surveys from other customers. Give this book to your customers during your visit to their home.

5. Provide a Cost Estimate at the First Visit. These customers, who are used to scheduling second appointments with other companies, will be dumb-founded that you can sit with them and in an hour of their time, figure out the job and give them an estimate. In my industry and experience, I hear things like, "All the other companies that came to give an estimate would have to go back to their office to figure it all out". I reply that I would rather sit and get this done for them right away. I tell them that I know how frustrating of a process this can be and that I'd rather make it easier for them.

Using these techniques consistently, many customers make their buying decisions for me in the first sitting! For the customers who don't make decisions for you right away, write your cell phone number on the top of the proposal and tell them to call you if they need help making a decision along the way. Emphasize that even if they're unsure about their decision, they can still call with questions - that you'll help them in any way you can. Before leaving the house, ask, "When do think you'll be in a position to make a decision on this?" Whatever the customers' answer, ask if it will be alright for you to call them on the date they mentioned, to see where they're at with their decision?

Now, this is very important... Look them in the eye, shake their hand, and ask, "Are you sure that's enough time, because I really don't want to be a pest." Then, you must call the customer back on the date and time that you agreed! These follow up phone calls for me usually begin with an apology from the customer, who then asks me when we can do the job.

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Article Tags: contractor selling, hvac sales, selling to home owners



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